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Jeffrey - at the firm since 2005 - will replace founder and current Executive Chairman & Chief Executive Officer Barrie Whipp. Whipp will continue as executive chairman.
"The development of our people is one of the cornerstones of the success of Crimson Tide," Whipp explained. "I am very pleased that Luke has achieved the position of CEO after growing through the ranks of Crimson Tide since leaving university."
"Luke has great experience of our company," Whipp added, "having been instrumental in the development of mpro5 and being a member of the board since 2012. The staff hold him in very high regard. It is now Luke's job to run the day to day operations of the company and I can focus on growth and the fantastic range of opportunities in front of us."
Shares in Crimson Tide were 1.8% higher at
